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Understanding Stakeholders and Makers

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Understanding Stakeholders and Makers

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The fourth class of a 15 week course in Information Architecture taught at Parsons, the New School for Design. Topics include: Understanding the terms stake, stakeholder, make, maker and how these role intersect in terms of needs. Development of directional and specific measurable goals.

The fourth class of a 15 week course in Information Architecture taught at Parsons, the New School for Design. Topics include: Understanding the terms stake, stakeholder, make, maker and how these role intersect in terms of needs. Development of directional and specific measurable goals.

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Understanding Stakeholders and Makers

  1. 1. Class 4: Understanding Stakeholders & MAkers Instructor: Abby Covert
  2. 2. Last Class we... 2
  3. 3. Last Class we... • Shared our findings from exploring our problem space’s complexity 2
  4. 4. Last Class we... • Shared our findings from exploring our problem space’s complexity • Learned about understanding people and their needs as users 2
  5. 5. Last Class we... • Shared our findings from exploring our problem space’s complexity • Learned about understanding people and their needs as users • Admitted our assumptions 2
  6. 6. Last Class we... • Shared our findings from exploring our problem space’s complexity • Learned about understanding people and their needs as users • Admitted our assumptions • Mapped our potential users and prioritized them to do further research 2
  7. 7. Last Class we... • Shared our findings from exploring our problem space’s complexity • Learned about understanding people and their needs as users • Admitted our assumptions • Mapped our potential users and prioritized them to do further research • Assigned some homework, due today! 2
  8. 8. Homework Share 3
  9. 9. Homework Share • Each team will have the next 15 minutes to share with each other the results of their homework assignment 3
  10. 10. Homework Share • Each team will have the next 15 minutes to share with each other the results of their homework assignment • Make a list as a group of all the things you would like to do as research. 3
  11. 11. Homework Share • Each team will have the next 15 minutes to share with each other the results of their homework assignment • Make a list as a group of all the things you would like to do as research. • Place a * next to the ones you could do in the next week if I asked you to 3
  12. 12. Homework Share • Each team will have the next 15 minutes to share with each other the results of their homework assignment • Make a list as a group of all the things you would like to do as research. • Place a * next to the ones you could do in the next week if I asked you to • Place a ** next to those that would take more time than a week but you feel you could do with what you have 3
  13. 13. I am an information architect I intend to because I believe make the unclear clear everything is complex put the what architecture frames before the how problems, design solves them facilitate understanding understanding is organize meaning, always good but it is create clarity and equally important to establish truth not understand support goals, makers clarity is a and users prerequisite of truth by: Abby Covert & Dan Klyn 4
  14. 14. I am an information architect I intend to because I believe make the unclear clear everything is complex put the what architecture frames before the how problems, design solves them facilitate understanding understanding is organize meaning, always good but it is create clarity and equally important to establish truth not understand support goals, makers clarity is a and users prerequisite of truth by: Abby Covert & Dan Klyn 4
  15. 15. What does it mean to have Stake? 5
  16. 16. Stake: an interest or share in an undertaking or enterprise Stakeholder: one who is involved in or affected by a course of action 6
  17. 17. Who makes the Stake? 7
  18. 18. Make: 1. to cause to happen to or be experienced by someone 2. to cause to exist, occur, or appear Maker: a person, company or machine who makes something 8
  19. 19. What do you need to make stake? 9
  20. 20. MAkers Need: - to understand goals - To have a clear sense of scope - To know what is next Stakeholders Need: - To set measurable goals - to understand the implications of scope - To plan for the future 10
  21. 21. Scope: The extent of the area or subject matter that something deals with or to which it is relevant. 11
  22. 22. Why is scope important? 12
  23. 23. $$$$$ @ post Launch d in $$$$ M @ Development ur Yo e $$$ g @ Design n a Ch to $$ t @ Concepting Cos $ @ Idea Progress Made nasty truth #1 The more progress made, the more expensive changing your mind becomes 13
  24. 24. $$$$$ d in M $$$$ ur Yo e g $$$ n a Ch to $$ ct pa Im $ Time and effort spent nasty truth #2 Great makers care about their work not just money is at stake 14
  25. 25. d High in m e g n a ch to g in d ee n of d oo ih el ik L Low NONE # of assumptions ALL operated on nasty truth #3 The more you operate on assumption, the more likely you are to change your mind 15
  26. 26. Assumptions that are common 16
  27. 27. Assumptions that are common • Complexity Involved: “This is simple...” 16
  28. 28. Assumptions that are common • Complexity Involved: “This is simple...” • User Needs: “What they need is...” 16
  29. 29. Assumptions that are common • Complexity Involved: “This is simple...” • User Needs: “What they need is...” • Resources: “So-n-so knows how to do that...” 16
  30. 30. Assumptions that are common • Complexity Involved: “This is simple...” • User Needs: “What they need is...” • Resources: “So-n-so knows how to do that...” • Money: “Yea, a week should be enough...” 16
  31. 31. What eliminates assumptions so progress can be productive? 17
  32. 32. Clarity The quality of coherence and intelligibility & Consensus group Solidarity in sentiment and belief 18
  33. 33. Our focus for the next few weeks will be Clarity and Consensus 19
  34. 34. Our focus for the next few weeks will be Clarity and Consensus • 10/1: Stakeholder alignment thru directional goals 19
  35. 35. Our focus for the next few weeks will be Clarity and Consensus • 10/1: Stakeholder alignment thru directional goals • 10/8: Measurable Goals & Requirements 19
  36. 36. Our focus for the next few weeks will be Clarity and Consensus • 10/1: Stakeholder alignment thru directional goals • 10/8: Measurable Goals & Requirements • 10/15: Features & Roadmaps 19
  37. 37. Pop Quiz: What do we remember from class 2 about continuums? 20
  38. 38. Performance Continuums spectrums that can be used to discuss and align on direction 21
  39. 39. What is a Continuum? This Today Goal THAT 5 4 3 2 1 0 1 2 3 4 5 22
  40. 40. Examples of Continuums ² Challenge the old with the new ² Define success differently ² Manage priority and scope 23
  41. 41. Example 24
  42. 42. Rules of Continuums 25
  43. 43. Rules of Continuums – Create the scales as a group, but rate where you are at and the goal individually 25
  44. 44. Rules of Continuums – Create the scales as a group, but rate where you are at and the goal individually – Avoid negative scales and judgmental language 25
  45. 45. Rules of Continuums – Create the scales as a group, but rate where you are at and the goal individually – Avoid negative scales and judgmental language – Try to be timeless, not trendy 25
  46. 46. Rules of Continuums – Create the scales as a group, but rate where you are at and the goal individually – Avoid negative scales and judgmental language – Try to be timeless, not trendy – Document the goals you agree to and set up regular measurement against them 25
  47. 47. Attaching measurement to make specify goals 26
  48. 48. Specific Goals should be S.M.A.R.T so you know if you are going in the right direction q Specific q Measurable q Achievable q Relevant q Time bound
  49. 49. Finding the right measures If you have a question about Examples to be looking at… If something is effective Completion rates Whether something is findable Speed to find People’s Expectations Bounce Rates & Time on Site Satisfaction Interviews, Surveys, Ask Sales and CSRs Is enough Information provided? Are people clicking to further information consistently? Are people using the path as designed? Click path data (Courtesy of Richard Dalton)
  50. 50. Examples The Big Questions Planning to measure Awareness: How do people find out User interviews and Surveys about us? Acquisition: Where will our loyal users Surveys, Analytics: Traffic Sources for Repeat Users be coming from? Conversion: What is the average time Analytics: Time on site compared to industry averages and on site for us? What is normal? for loyalty users vs single article users Action: Will people interact with the Analytics: Click rates on items suggested on article pages content we suggest they interact with after reading the entry article? Loyalty: How will loyalty users differ from Analytics: Compare variety of points across loyalty users new users? and single article users Other: How should sharing work? What Surveys, Interviews, Analytics: Track social sharing behavior do people share? to establish baselines for types of events
  51. 51. Two Goal Mad Libs: <Increase, Decrease or Establish> _______ by ____% over the next _______ as measured by ______. <Increase, Decrease or Establish> _______ with <audience> over the next _______ as measured by ______.
  52. 52. Example: Specific Goals Our Goals for the next 6 months – Establish an average time on site with our loyalty users of 2+ minutes (matching industry standards for news sites) – Produce an average of 100+ unique social media impressions per month for the news organization brand – Increase the likelihood of loyalty users to click of secondary materials from 10% to 20% through better content tagging and human curation
  53. 53. Common Question What if we don’t have enough data? 32
  54. 54. Answer Your goal if you have no data is to get data And establish what is called a baseline. 33
  55. 55. Other questions? 34
  56. 56. Workshop: Consensus on goals 35
  57. 57. Consensus Workshop • Step 1: Quiet time, everyone write ideas for continuums you could use to come to consensus on what to make ² Challenge the old with the new ² Define success differently ² Manage priority and scope 36
  58. 58. Consensus Workshop • Step 2: Share what you came up with. Decide on the ones you like. Choose 3 to 5 and agree where you are today This Today THAT 5 4 3 2 1 0 1 2 3 4 5 37
  59. 59. Consensus Workshop • Step 3: Quiet time, individually decide where you think you should aim for in the future This Today Goal THAT 5 4 3 2 1 0 1 2 3 4 5 38
  60. 60. Consensus Workshop • Step 4: Discuss your answers, and differences and come to an agreed to goal on each continuum 39
  61. 61. Homework • As a group: Document your directional goals as continuums – What are the continuums and why? – What is your group rating of today’s state? – What is your group’s goal? • Please submit your group homework by 6 PM Monday October 8 via email • Each of you should additionally come to the next class with a list of measurable goal ideas to ladder up to the directional goals. We will be using your homework in class to workshop 40
  62. 62. Questions? CovertA@newschool.edu @ Abby_The_IA www.Abbytheia.com

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